Let's Look the Gift Horse in the Mouth: a Closer Examination of How Consumers Respond to Free Offers

We examine the process underlying consumers’ irrationally high demand for free offers. Six studies in the context of e-services show that this zero-price effect is due to biases, twofold: (i) Consumers overemphasize the benefits of a free e-service, (ii) but also judge their non-monetary costs (e.g. advertising intrusiveness) as lower.


Björn A. Hüttel, Christian J. Wagner, Jan H. Schumann, Martin Mende, and Maura L. Scott (2016) ,"Let's Look the Gift Horse in the Mouth: a Closer Examination of How Consumers Respond to Free Offers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 499-500.


Björn A. Hüttel, University of Passau
Christian J. Wagner, University of Passau
Jan H. Schumann, University of Passau
Martin Mende, Florida State University
Maura L. Scott, Florida State University


NA - Advances in Consumer Research Volume 44 | 2016

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